Plant versus Cow: Conflict Framing in the Ant/Agonistic Relegitimization of a Market
In this article we focus on the cultural mechanisms of market evolution accompanying the marketplace discord between a market actor and a dominant industry. We situate our analysis in the intersection between marketing and institutional theory and engage specifically with the constructs of legitimacy and framing strategies, but also with Chantal Mouffe’s political philosophy concept of agonistics.